What is GivingTuesday?
Since 2012, the Tuesday after American Thanksgiving has been observed as GivingTuesday, a global movement of generosity. Its goal is to encourage people and organizations to do good however they can. GivingTuesday kicks off the end-of-year giving season and aims to make the world a better place, with people being generous and showing generosity and tolerance.
GivingTuesday as a vehicle for community investment
Fear of a looming recessing and the impact of the recent economic slowdown has begun to show, with 2023 showing a slight decrease in giving.. According to CanadaHelps' Giving Report 2023, demand for charity has increased by 40.3%, while 52.2% of charities in Canada have fewer volunteers. With the increased need for philanthropy and the decreased capacity of individuals to donate, organizations will increasingly be expected to step up and fill the void.
Given that many companies across industries are reporting record profits, your organization needs to be able to efficiently disburse community investment funds through various CSR initiatives such as grantmaking and sponsorships.
Here are some best practices that you can employ in your GivingTuesday campaign:
Best Practices for your GivingTuesday Campaign
- Set clear goals
You should have a clear objective in mind for your GivingTuesday campaign. Your goal should inform your approach and the activities you need to undertake to fulfill it. Use the SMART goal framework (Specific, Measurable, Achievable, Relevant, and Time-Bound) to set measurable goals for your campaign that you can later report on. GivingTuesday is an excellent opportunity to strengthen your existing corporate giving program or start a new one.
Think about who you want to reach, how you plan on engaging employees, how you can get the most visibility for your brand's actions.
- Craft a coherent narrative
GivingTuesday is a major event that’s an opportunity for you to make a real impact to a cause that aligns with your brand identity. Your GivingTuesday initiative should be aligned with your company’s purpose. Think about the cause you support, the organizations you partner with, and the messaging you use to promote your campaign online. Also, get your team’s feedback and suggestions.
Craft a cohesive message around your brand’s purpose while shining the spotlight on the causes and organizations you and your team support, and add your brand’s unique voice to the wider GivingTuesday conversation.
- Partner with local organizations
GivingTuesday is the ideal occasion to support organizations that aid causes that affect the local community, and build lasting relationships with them. Try to partner with organizations such as associations, nonprofits, and local groups that you can support and have an enduring effect on your local community. By partnering with such organizations, you can leverage their expertise and experience to meaningfully affect a cause, building goodwill with both the community and your employees, who themselves tend to be a part of the local community.
- Promote your campaign internally and externally
Sometimes it can be difficult to balance internal and external communications for major campaigns like GivingTuesday. You need to motivate internal stakeholders to participate in your campaign and help you reach your GivingTuesday goal. Deliver regular updates to your team and promote communication among coworkers. Make sure you take your team’s feedback and incorporate it into not just next year’s GivingTuesday campaign, but also your organization’s ongoing corporate giving and employee engagement initiatives.
- Use official resources to complement your campaign
As an organization at the helm of a major annual event, GivingTuesday provides resources for participants to help them develop their strategies, as well as aid their marketing efforts. Important resources include social media posts, editable graphics templates on Canva, GivingTuesday logos that you can use in your own designs, and ideas for ways in which you can participate. Use these resources in your campaign assets to make the most of your GivingTuesday campaign.
Join the #GivingTuesday movement!
Major brands around the world participate in the GivingTuesday movement every year. Individuals, community organizations, nonprofits, small businesses, and brands contribute in different ways during GivingTuesday and throughout the giving season. Individuals and corporations are encouraged to help however they can.
Whether it's helping a neighbor or stranger out, making someone smile, volunteering for a cause, or donating to those who need our help, every act of generosity counts, and everyone has something to offer.
To make a real difference and to be a force for good, you need to rely on a solution to manage your CSR initiatives efficiently. Contact us to learn more about how Optimy can help you amplify your positive impact.